The research found that adding extra channels to Freeview was the preferred option from a personal point of view, and from the view of the benefit to society as a whole.
Local TV services on Freeview was also a popular option.
However, there was substantial support for using the spectrum to improve mobile phone and mobile broadband networks to the benefit of society as a whole.
The research was conducted for Ofcom to help its Digital Dividend Review, which will affect what is done with the spectrum currently used by analogue TV signals after switchover finishes in 2012.
Ofcom said it will publish a statement before the end of this year on how it will approach the reallocation of the spectrum.
Ofcom is thought to favour an auction of capacity to the highest bidder, which is likely to benefit mobile operators over broadcasters.
Broadcasters have been lobbying to secure spectrum without having to compete in an auction.
In the research people were asked to rank six services in order of their importance to them personally and to society in general.
The services were extra standard definition (SD) channels on Freeview; local TV on Freeview; high definition (HD) channels on Freeview; improved mobile phone and mobile broadband services; wireless home networks; and mobile TV.
The ranking from a societal perspective was:
1 - extra SD channels on Freeview (40%)
2 - improved mobile phone and mobile broadband services (40%)
3 - local TV on Freeview (35%)
4 - wireless home networks (28%)
5 - HD channels on Freeview (23%)
6 - mobile TV (15%)
The ranking from a personal perspective was:
1 - extra SD channels on Freeview (43%)
2 - local TV on Freeview (41%)
3 - wireless home networks (35%)
4 - HD channels on Freeview (27%)
5 - improved mobile phone and mobile broadband services (26%)
6 - mobile TV (10%)
The research is a follow-up to a similar research report published in December 2006.
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